TY - JOUR
T1 - Demystifying congruence effects in Instagram in-feed native ads
T2 - the role of media-based and self-based congruence
AU - Yang, Jing
AU - Jiang, Mengtian
N1 - Publisher Copyright:
© 2021, Emerald Publishing Limited.
PY - 2021/10/15
Y1 - 2021/10/15
KW - Contextual advertising
KW - Online consumer behavior
KW - Personalization
KW - Social media advertising
UR - http://www.scopus.com/inward/record.url?scp=85108147020&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85108147020&partnerID=8YFLogxK
U2 - 10.1108/JRIM-03-2020-0048
DO - 10.1108/JRIM-03-2020-0048
M3 - Article
AN - SCOPUS:85108147020
SN - 2040-7122
VL - 15
SP - 685
EP - 708
JO - Journal of Research in Interactive Marketing
JF - Journal of Research in Interactive Marketing
IS - 4
ER -